Universal Studios is making a bold move for Christopher Nolan's upcoming epic, 'The Odyssey,' by opting out of traditional influencer screenings, a decision widely applauded by film critics.
While the film, an adaptation of Homer's ancient Greek epic, has already sparked heated online debates about its casting and themes, the studio's decision means that the initial buzz won't be dominated by social media personalities. Instead, Universal appears to be placing its confidence in the established press and critical community to shape the early reception.
This departure from industry norms, as reported by The Hollywood Reporter, has been met with enthusiasm from critics who often feel overshadowed by the pre-release hype generated by influencers. Scott Mantz, a co-founder of the Hollywood Critics Association, called the move "GOOD!!" and dismissed influencer reactions as "TOTAL BULLSHIT." Others, like IndieWire's David Ehrlich, quipped that "this is what Homer would have wanted."
Critics like Tim Grierson, senior US critic for Screen International, see this as a welcome step back towards valuing professional analysis. He noted that studios sometimes use influencer previews to "diminish whatever importance we have," pushing the narrative that blockbusters are "for the fans, not the critics." By skipping these previews, Universal signals it doesn't need uncritical influencer endorsements to build anticipation.
This strategy is also seen as a smart play by Nolan, potentially making those invited to press screenings feel more valued. Grierson suggests that whether intentional or not, this approach could foster a more positive environment for critics evaluating the film. Despite some fringe online chatter about the decision indicating a fear of backlash, 'The Odyssey' is already a box office phenomenon, with tickets selling out rapidly and records being broken, suggesting Universal's gamble is paying off.
While Grierson doesn't predict this will become the industry standard, he muses that such a move could become a unique "stamp of approval," implying a film's genuine quality beyond orchestrated hype. Ultimately, the decision invites a return to more thoughtful artistic analysis, especially for a project aiming to bring ancient literature to the big screen.
